Publishers Clearing House (PCH) is a well-known sweepstakes brand connecting millions of users with prize opportunities. This project focused on redesigning and optimizing a campaign landing page experience to create a stronger connection between advertising campaigns and the final user journey.

The goal was to create a landing page experience that improves message consistency, builds trust, and guides visitors toward completing the entry process through a clearer and more engaging user flow.

I worked as a UI/UX Designer responsible for the landing page strategy, interface design, responsive experience, and conversion-focused improvements.

My responsibilities included:

Landing page structure planning

Desktop and mobile UI design

Ad-to-landing-page consistency analysis

Conversion-focused layout improvements

A/B testing concept design

User experience optimization

Many campaign visitors arrive from paid advertisements with a specific expectation. When the landing page does not match the ad message, users may lose trust or leave before completing the desired action.

The main challenge was creating a seamless transition from advertisement to landing page by improving:

Visual consistency

Message clarity

CTA visibility

Trust signals

Mobile usability

Overall user journey

I designed the experience around three key principles:

The landing page was aligned with the campaign advertisement by maintaining consistent:

Headlines

Visual language

Product/value proposition

Call-to-action messaging

This creates a smoother experience from the first click to final conversion.

The page structure was redesigned to guide users naturally through the journey:

Hero section with a clear primary CTA

Trust-building content

Winner stories and credibility sections

Prize information

Entry-focused conversion points

Each section was organized to reduce friction and keep users focused on the main action.

Since many campaign visitors come from mobile devices, the design prioritized:

Thumb-friendly interactions

Clear content hierarchy

Fast scanning experience

Responsive layouts

Simple navigation

The mobile experience was designed to maintain the same trust and excitement as the desktop version.

Desktop landing page redesign

Mobile-first landing page design

Ad-to-landing-page alignment study

Conversion-focused UI improvements

A/B test variation concepts

Component and section design system

I explored different landing page variations to test how different design decisions influence user behavior.

Test areas included:

Hero headline variations

CTA placement and emphasis

Image positioning

Trust-building elements

Content hierarchy

The goal was to identify which experience creates stronger engagement and encourages more completed entries.

The project included reusable design elements to maintain consistency across campaign pages:

CTA components

Content sections

Winner profile cards

Trust badges

Mobile content blocks

Responsive layout patterns

This creates a scalable foundation for future campaigns and seasonal promotions.

Figma

UI/UX Design

Responsive Web Design

Landing Page Design

Conversion Rate Optimization

A/B Testing Concepts

Mobile-First Design

The final design creates a more connected campaign experience where advertising, landing page messaging, and user actions work together.

By combining strong visual hierarchy, trust-building content, and mobile-first thinking, the project demonstrates how thoughtful landing page design can improve clarity, engagement, and conversion potential.

This project showcases my ability to design campaign landing pages that balance business goals, user experience, and visual storytelling.